A website is a very powerful marketing tool. It has many aspects in its sleeves that when used right will make everything work to the advantage of your business. There are a number of website elements though that are often overlooked. This is especially when it comes to their importance in the overall capability of making a site a profitable tool for business. Below are three of these unnoticed but equally essential elements:
Website Interactivity and the User Experience
A website has an advantage over most other marketing strategies, interactivity. Interactivity is one of the most engaging user experiences you can create online. You should make sure your web design and user experience is suitable for your target market. For example, a younger, more technical audience can cope with far more interactivity and complexity than an older, non-technical market. Make sure your site is able to satisfy the basic criteria of usability for your target market while creating a personality and user experience that suits your brand.
Above and Below the Fold
It is imperative that you consider what goes above and below the “fold” of your web page. The “fold” is an imaginary line of what is seen without scrolling on a webpage. The problem is it will vary from device to device, even from PC to PC.
Your most important, compelling information should be found above the fold. This is the stuff you do not want missed.
What you provide your site visitors when they scroll down is still, of course, important however it’s the top of your website where the action is. For example, if you want your phone ringing make sure you feature your phone number above the fold in every page.
Description of your Products or Services
In providing the description of your products or services, be sure that you are as concise yet as informative as possible. Don’t give long-winding descriptions that your target market won’t have the time to read.
Give a brief but complete overview of what your product or service is all about and focus on the benefits. Always think in terms of what your clients can achieve from what you are offering instead of what you can offer to them. What’s in it for them? How will it benefit them?